(A), improve the physical fitness of enterprises
In the new era of comprehensive reform, enterprises are facing all-round challenges. With the arrival of the international market, the rapid development of new technologies and the overload of information, the whole industrial structure has undergone profound changes, and the labor-intensive industrial structure is increasingly transitioning to the technology-intensive and capital-intensive industrial structure. New industries have new characteristics, which means that old ideas and systems have become obstacles. Enterprises must fully reflect on their own organizational behavior, values, business direction, organizational structure and even the name, logo and color of the enterprise, so as to withstand the impact of drastic transformation.
Through meticulous, rigorous and orderly system engineering, CI conducts a comprehensive and thorough examination of the enterprise's state, and designs the procedures, modes, standards and directions for solving problems according to the problems found, helping enterprises to change their mechanisms, update their concepts, standardize their behaviors, recruit talents and reshape their image, so as to make enterprises adapt, adjust and update themselves, thus promoting enterprise growth. The introduction of CI will lead to the double transformation of business philosophy and management mode, thus effectively and comprehensively improving the enterprise system and re-establishing a brand-new enterprise image.
The problems to be solved by CI can be summarized as follows:
The corporate image is vague, easy to be misunderstood and mistaken, and the corporate name is inconsistent with the current situation of the enterprise. Commodities do not match the trademark image, and the image of some specific commodities becomes an obstacle to other commodities.
1, lacking a unified identification system that can represent the whole company.
2. Corporate image tends to be obsolete and corrupt, which can't keep up with the international image trend.
3, the popularity is too low, and it is obviously at a disadvantage in image competitiveness and cognitive level.
4, the internal image of the enterprise is not good, staff morale is low, and people are distracted.
5. Compared with competitive enterprises, the image power is weak.
CI provides opportunities and methods to examine and solve these problems, helps enterprises to change the existing state, even helps to solve the way out for enterprise development, breaks through the bottleneck of operation, injects new vitality into enterprises, and enables enterprises to develop in a virtuous circle.
(B), to unify and enhance corporate image
Corporate image is a synthesis of many factors, involving a wide range. It includes not only external tangible factors such as products, trademarks, plant equipment, but also implicit intangible factors such as reputation, style, values, business philosophy and code of conduct. The corporate image in the eyes of ordinary people mostly refers to external visual impressions such as product image, trademark image and architectural image. Even if we pay attention to the importance of internal cultural images such as corporate values and behavioral norms, we lack the awareness of standardizing and synthesizing internal and external images.
For example, enterprises can change their business philosophy from "seeking benefits by quality" to "high quality-a symbol of new life" according to the changes in the environment. This declares the contribution of enterprises to improving people's lives. However, the enterprise does not embody this new concept in its code of conduct and visual information, which leads to the fragmentation of its corporate image and greatly weakens its expressiveness and appeal. CI is the integration of all image elements with business philosophy as the core, thus forming a comprehensive, unified and unique corporate image. It turns various characteristic elements of an enterprise into a simple visual symbol-logo and standard font, into a unified color, into an advertising slogan and a behavior pattern. Through various media, people can recognize this enterprise at a glance in a colorful world.
At first, American "motels" were mainly run by individuals. Because this mode of operation is very popular, hotels in many places have joined in, forming the form of chain operation. However, the "motels" in different places have their own characteristics in appearance and lack consistency, which directly affects their development and growth. Later, they designed a unified logo, standard words and standard colors, unified the image in the form of signboards, and strived to form a unified style in service. As a result, the "motel" quickly gained a foothold and its business became more and more prosperous.
(C), enhance internal cohesion
There is a saying in China that "People are United, Mount Tai is the top", and there is also a saying in foreign countries that "magpies can catch deer in groups, and Qi Xin ants can eat tigers". These two sentences vividly illustrate the great role of internal unity and Qi Xin's cooperation. Any enterprise, whether its internal employees unite as one, cooperate sincerely, and whether the departments coordinate and cooperate tacitly directly determines whether the enterprise has strong competitiveness.
The role of CI in enhancing enterprise cohesion and competitiveness is mainly manifested in two aspects: First, by cultivating and standardizing employees' values and behaviors, employees can transcend low-level narrow vision, mobilize them to unite into an organic whole with the same enterprise goals, consciously adjust the relationship between individuals and collectives, and cultivate employees' sense of belonging, group consciousness and participation. Secondly, the standardized and standardized visual unified design can give people a refreshing and vibrant feeling, create a good environmental atmosphere for enterprises, achieve a subtle effect, boost staff morale, and maximize the enthusiasm and creativity of employees, thus producing1+1> The overall effect of 2.
Build consumer confidence
From the late 1980s to the early 1990s, we can casually name many Japanese-made color TVs, such as Panasonic, Toshiba, Sanyo, Hitachi, Kao ... These color TVs are no different from Zhong Bo in quality and performance, and it is difficult for most people to see the difference between them. However, at different times and in different regions, people are often only interested in one of the products. For example, everyone buys Panasonic today, Toshiba tomorrow, Sanyo in Beijing and Hitachi in Guangzhou ... Today, many well-known domestic brands have been born in household appliances, which can completely compete with well-known foreign brands. Haier, Changhong, Midea, Konka, TCL, Kelon, Panda, Meiling and other brands have become well-known brands trusted by consumers. This series of phenomena reflects the tendency of people's consumption confidence. In modern society, customers are the god of enterprises. They use the banknotes in their hands as votes to support enterprises that meet their wishes. Consumer confidence is their voting orientation, and a good corporate image is the basis of voting. The unified and unique corporate image created by CI, such as credit cards issued by enterprises to customers, allows customers to buy with confidence.
(v) Creating an appropriate external business environment
A good corporate image, like a huge magnetic field, attracts business elements such as capital, technology and talents and maintains the long-term vitality of the enterprise. Excellent CI strategy attracts outstanding talents to join and give full play to their greatest potential. It attracts bank loans, shareholder investment, government support, insurance company guarantees, etc., and creates a good external business environment for enterprises.
The Coca-Cola Company once declared: If one day, a big fire turns the company into ashes, we can still rebuild the Coca-Cola Empire with the reputation of Coca-Cola. This is the success of Coca-Cola's excellent CI strategy.
Principles to be followed in implementing CI strategy
According to the requirements of CI strategy theory and operation technology, the following principles should be followed in successfully implementing CI strategy:
(1) adhere to the principle of strategy.
As a modern corporate image strategy, it must have the characteristics of long-term, overall and strategic. CI strategy should be based on the present and long-term. It is by no means a short-term plan of 3-5 years in L-2, but the specific development steps and implementation strategies of the enterprise in the future 10, 20 years or even longer.
(2) adhere to the principle of nationality
The more national it is, the more cosmopolitan it is. CI strategy is to design and plan itself from the direction of enterprise development and operation. The creativity, planning and design of CI should be based on our national cultural tradition, consumption psychology, aesthetic habits and artistic taste, so as to be recognized by the public and succeed.
(3) Adhere to the principle of individuality
CI strategy is a differentiated strategy for enterprises to create a perfect overall image in enterprise groups. An important point is to require the corporate image to have distinct personality characteristics and uniqueness, and not to be "one thousand people". IBM and Coca Cola are examples of successful people.
(4) adhere to the principle of good faith
From the three aspects of ci, they are not separated from each other, but must be consistent and coordinated in appearance, while Bi and Liu serve rice, which is commendable.